数智技术赋能电子商务平台用户体验的底层逻辑与实践路径探析

Exploring the Underlying Logic and Practical Path of Digital and Intelligent Technology Empowering User Experience on E-Commerce Platforms

摘要: 随着数智技术在各领域的深入渗透，电商平台的用户体验优化工作迎来了全新的发展机遇，也面临着诸多现实挑战。立足数字经济背景下电商行业从规模扩张转向质量提升的转型现实，以马克思主义生产力与生产关系辩证运动原理为根本指导，直面传统电商长期存在的推荐同质化、客服响应滞后、搜索匹配精准度不足等用户体验痛点，深入挖掘数智技术作为新质生产力在用户体验提升方面的赋能潜力。研究发现，数智技术通过精准化、具身化、参与式三大核心逻辑，对电商领域的供需匹配方式、用户价值感知形式以及价值创造模式进行了系统性重构。在此基础上，探索出三条可落地的实践路径，通过搭建全域数据运营体系、构建人机协同的智能化服务生态、打造沉浸式消费场景，在发挥数智技术的效能的同时，推动技术超越工具理性，回归为人服务的目标指向。

Abstract: With the deep penetration of digital and intelligent technology in various fields, the optimization of user experience on e-commerce platforms faces both new development opportunities and numerous practical challenges. Based on the reality of the e-commerce industry’s transformation from scale expansion to quality improvement in the context of the digital economy, guided by the fundamental principle of Marxist dialectical movement of productive forces and production relations, this study addresses long-standing user experience pain points in traditional e-commerce, such as homogenization of recommendations, lagging customer service response, and insufficient search matching accuracy. It delves into the empowering potential of digital and intelligent technology as a new productive force in enhancing user experience. The study finds that digital and intelligent technology systematically reconstructs the supply-demand matching methods, user value perception forms, and value creation models in the e-commerce field through three core logics: precision, embodiment, and participation. Based on this, three practical paths are explored. By establishing a comprehensive data operation system, constructing an intelligent service ecosystem with human-machine collaboration, and creating immersive consumption scenarios, the study promotes the efficacy of digital and intelligent technology while pushing technology beyond instrumental rationality and returning to the goal of serving people.